Customer Experience Management: The Rewards of a Holistic Customer Centricity
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Customer Experience Management: The Rewards of a Holistic Customer Centricity

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What is Customer Experience Management all about?

What is Customer Experience Management all about?

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  • 1. THE REWARDS OF A HOLISTIC CUSTOMER CENTRICITY. CUSTOMER EXPERIENCE MANAGEMENT
  • 2. 360° TOUCHPOINT Multichannel and MarCom Mix Analytics CUSTOMER EXPERIENCE MANAGEMENT Customer Centric Business Strategy Development MARKETING & SALES EFFECTIVENESS M&S Service Level Agreements Lead Generation WHAT IS S&S DOING? Service Portfolio OURBUSINESS
  • 3. WIKIPEDIA Customer experience (CX) is the sum of all experiences a customer has with a supplier of goods and/or services, over the duration of their relationship with that supplier. This can include awareness, discovery, attraction, interaction, purchase, use, cultivation and advocacy. It can also be used to mean an individual experience over one transaction; the distinction is usually clear in context.. WHAT IS CUSTOMER EXPERIENCE MANAGEMENT? WIKI
  • 4. The total value proposition provided to a customer, including the actual product, and all pre and post sales interactions with the customer (Strativity Group) DEFINITION CUSTOMER EXPERIENCE MANAGEMENT CUSTOMER EXPERIENCE The science and art of managing all interactions with customer across all touch points in order to maximize the value provided to the customer. (Strativity Group) CUSTOMER EXPERIENCE MANAGEMENT
  • 5. THE CUSTOMER JOURNEY OUR FIRM SATISFACTION & LOYALTY
  • 6. THE CUSTOMER JOURNEY SATISFACTION & LOYALTY TOUCHPOINT EXPERIENCE CUSTOMER LIFE CYCLE STAGES TOUCHPOINTS AWARENESS KNOWLEDGE CONSIDERATION SELECTION BUYING SATISFACTION RETENTION & LOYALTY INTERNET E-MAIL WEBSITE ONLINE AD CALL CENTER MOBILE STORE PARTNER ADVERTISING PR SALES SOCIAL MEDIA …
  • 7. WHAT IS CEM ALL ABOUT? CEM IS ALL ABOUT CREATING POSITIVE EXPERIENCES AT EACH TOUCHPOINT AND EXCEEDING CUSTOMER´S EXPECTATIONS.
  • 8. DO WE NEED CUSTOMER EXPERIENCE MANAGEMENT? … isn´t it just a new hype?
  • 9. DIGITAL TRANS- FORMATION NEW SELF- CONFIDENCE BUYING PROCESS THE CUSTOMER GOT THE POWER NOW! THE PARADIGM SHIFT
  • 10. BUYING PROCESS THE CUSTOMER GOT THE POWER NOW! THE PARADIGM SHIFT • 84% of all B2B purchases are influenced by the company´s website • Customers would like to talk with a seller only if they are shortly before the purchase decision.
  • 11. … of the customers with one single negative experience don't plan to buy this product any more, 47% expect them to get a service within 24 hours. (Study: Kelton research 2012) MOMENTS OF TRUTH SIGNIFICANT TOUCHPOINTS IN THE CUSTOMER JOURNEY 57%
  • 12. 4 SURPRISE AND ENTHUSIASM OF CUSTOMERS From the “NOW Brand” to the “WOW Brand” THE TARGETS AND BENEFITS OF CEM INCREASE OF TURNOVER Rise of the cost-effectiveness, profitability of marketing, sales and service, better products! WHAT ARE THE PAYBACKS OF CUSTOMER EXPERIENCE MANAGEMENT? 3 1 2 CUSTOMER RETENTION AND LOYALTY Stronger customer retention and loyalty by generating emotions and confidence CEM IS A DIFFERENTIATING FACTOR Positive perception of the brand and distinction of the competition
  • 13. 4 The customer orientation must be established clearly in the company strategy - excellent customer experience is a business goal 5 RULES FOR SUCCESSFUL CEM Only motivated employees who know the needs of the customers and who are given the necessary scope of action can exceed the expectations of the customers. MAKE SURE THESE RULES HAVE BEEN CONSIDERED BEFORE YOU START WITH CEM 3 1 2 The experiences of the customers are gained and evaluated systematically - customer satisfaction and customer retention are made measurable about customer feedback and KPIs are parts of the target-settings. Important customer touch points ("Moments of Truth") are known by the company and are managed from the perspective of the customers ("Outside-In " - not "Inside-Out"). 5 Customer Experience management isn't a project but a constant process which aims at the constant optimization and reinvention.
  • 14. CUSTOMER CENTRIC Business Strategy STRATEGIC ELEMENTS … CEM PROCESS … to develop Customer Experience Management Don’t forget to MEASURE PROGRESS, REDEFINE and INNOVATE EXPERIENCES The CUSTOMER JOURNEY 360° TOUCHPOINT Analysis mapping and Innovating the relevant TOUCH POINTS
  • 15. CEM PROFITABILITY CHANGE MANAGEMENT CEM STAKEHOLDER CEM COMPANY COMMUNICATION ANALYSIS OF THE CURRENT SITUATION DEVELOPING THE BRAND PROMISE AND THE DESIRED EXPERIENCE CEM BUSINESS STRATEGY DEVELOPMENT HOW TO DEVELOP A CUSTOMER CENTRIC STRATEGY
  • 16. DESIGNING THE CUSTOMER JOURNEY MAP CUSTOMER VOICE ANALYSIS LISTING ALL TOUCHPOINTS PAID OWNED EARNED CUSTOMER SEGMENTATION BUYER PERSONAS PURCHASING PROCESSTHE CUSTOMER JOURNEY LEARNING TO THINK IN CUSTOMER JOURNEYS
  • 17. OPTIMAL MARKETING-MIX ADVANCED TOUCHPOINT ANALYSIS (PARTNER: accelerom) TOUCHPOINT EVALUATION & RANKING 360° TOUCHPOINT ANALYSIS IDENTIFYING THE RELEVANT TOUCHPOINTS FOR AN OPTIMAL COMMUNICATION-MIX
  • 18. MOMENTS OF TRUTH PAIN POINTS BEST PRACTICE INNOVATION TOUCHPOINT MAPS SERVICE BLUEPRINTS CUSTOMER JOURNEY MAPSTOUCHPOINT MAPS MAPPING AND INNOVATING THE RELEVANT TOUCHPOINTS
  • 19. MEASURING & REDEFINING CEM MEASURING PROGRESS REDEFINING & INNOVATING EXPERIENCES ♥ CEM– GOVERNANCE MODEL Establishing the CEM Council to manage all data (provided by departments, CEM reports and Customer/Employee feedback) CEM Innovation Process Touchpoint Management to establish as a recurring process to generate permanent improvement ♥ ♥ ♥ CUSTOMER / EMPLOYEE FEEDBACK METHODS Collect and manage insight customer / employee feedback systematically by surveys, focus groups, interviews, observations, complaints, correspondence and interactions KPIs and CEM Measurement Tools Alignment of economical KPIs with CEM performance indicators (such as loyalty & retention indicators) – aligning Experience Performance Scorecards with Employee Performance Management
  • 20. Get familiar with CEM and test your individual BASLER Customer Journey and TOUCHPOINT MANAGEMENT. Pick out one important TOUCHPOINT and investigate with a group of people how you can identify MOMENTS OF TRUTH, PAIN POINTS, BEST PRACTICES and how your employees create ideas and outstanding customer experiences. HOW CAN A PRACTICAL CEM APPROACH LOOK LIKE? THE CEM FIT START WITH A TEST DRIVE … develop your individual and customized CEM strategy. … train your management on CEM and establish the CEM ADVISORY BOARD. … start with CEM to establish a customer centric organization. … establish TOUCHPOINT MANAGEMENT and add TOUCHPOINT MAPPING to your management toolboxes. ONCE YOU ARE INSPIRED BY CEM …
  • 21. FOR YOUR ATTENTION JOIN US info@staerkundstaerk.de Humorous icons used in this presentation: copyrights by Icotrip/ LofiRepublik ©